책임있는 마케팅 활동과 ESG 경영 성과와의 관계에 대한 탐색적 연구 : 담배산업과 주류 산업을 중심으로

· Research topics: The study aimed to identify reponsible marketing factors in the alcohol and tobacco industries and to elucidate their on ESG management performance. · Research background: ESG management for sustainable development is emerging as an important element in corporate management strategies. Particularly, the application of ESG in marketing activities can directly influence consumer perceptions and the formation of corporate image, which can be crucial factors determining a company’s brand value and competitiveness in the market. · Differences from prior research: Previous studies have primarily focused on the impact of ESG activities on consumer behavior. However, this study elucidates the importance of ESG principles in responsible marketing campaigns and analyzes their influence on ESG management performance. · Research method: This study conducted multiple regression analysis to test the impact of responsible marketing activities on ESG management performance across companies in the tobacco and alcohol industries, and a Z-test was performed to identify differences between industries. · Research results: Responsible marketing factors were categorized for companies, and a perceptual difference in the importance of these factors between the two industries was identified. The study also tested the significance of responsible marketing activities and their impact on ESG management performance, as well as the differences in influence between industries. · Contribution points and expected effects: By deeply exploring the impact of responsible marketing activities based on ESG criteria on ESG management performance, and the differences between industries, this study provided strategic insights that enable companies to pursue sustainable management.